Brief Explanation

Shiksha is P&G’s CSR initiative to build schools for children in rural India.
Purpose: Generate awareness for Shiksha, build relevance and break consumer’s inertia towards buying Shiksha Packs
We partnered with one of the largest news sites in India. Whenever a visitor clicked on any story, the news content appeared in gibberish. A message flashed ‘40% of children see words in this way’ creating impact and prompting users to support the cause by entering his mobile number
News updates were then sent to his mobile, and the Shiksha messages was appended below the news
Results
1. Sales up by 4%
2. Awareness shot up to 60%